ISLAMIC BRANDING : STRATEGI MENARIK KONSUMEN MUSLIM DI PASAR MODERN

Authors

Susie Suryani Universitas Islam Riau

Keywords:

Islamic branding, Konsumen muslim, Loyalitas konsumen

Abstract

Indonesia, dengan mayoritas penduduk Muslim, menawarkan peluang besar bagi pasar yang berorientasi pada nilai-nilai Islam. Pendekatan Islamic Branding adalah strategi pemasaran untuk menarik konsumen Muslim dengan memadukan prinsip-prinsip Islam. Pendekatan ini penting bagi bisnis yang ingin menembus pasar Muslim, yang signifikan secara global. Penelitian ini bertujuan untuk mengidentifikasi strategi yang efektif dalam menarik konsumen Muslim melalui penerapan Islamic branding. Penelitian ini menggunakan pendekatan deskriptif dengan menganalisis literatur dari jurnal yang terindeks Scopus. Hasil penelusuran beberapa penelitian empiris menunjukkan bahwa konsumen Muslim cenderung loyal terhadap merek yang memenuhi prinsip syariah. Islamic branding merupakan salah satu variabel yang mempengaruhi keputusan pembelian konsumen, terutama konsumen muslim.

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